Natalie is a student at the University of Florida studying to be a news broadcaster. She has a busy schedule between classes and her job at the campus newsroom. Natalie often feels tired due to her hectic schedule and lack of sleep or exercise. She is looking for an easily accessible and affordable way to boost her energy throughout the day in order to succeed in her goals. Starbucks aims to provide caffeinated beverages on campus to help Natalie feel more energized and productive in her busy lifestyle.

1. Starbucks Coffee:
Buyer Persona

2. Newscaster
Natalie
BACKGROUND:
• Student at the University of Florida
• Working towards the last credits of her degree while
also managing to find a
job upon graduation
• Aspiring news broadcaster
DEMOGRAPHICS:
• Female
• Age 18-25
• No income, supported by parents
• Suburban college town, aspiring to move to a
fast-paced city
IDENTIFIERS:
• Enthusiastic and eager to work
• Often found on campus in the newsroom
• Uses social networks such as Facebook, Instagram
and Twitter regularly to professionally follow news
organizations, but also for personal use
• Can be seen running to various parts of town
for news film role and broadcasting

3. Newscaster
Natalie
GOALS:
• Be active and healthy to continue
working her busy schedule
• Succeed in school to later achieve a
job placement
CHALLENGES:
• Often gets tired
• Lacks time for sleep or exercise
because of hectic schedule
HOW WE HELP:
• Provide caffeinated beverages that
are easily accessible and good for
on-the-go

4. Newscaster
Natalie
REAL QUOTES:
• “Sometimes I feel like my performance is
hindered because my body is physically
wearing.”
• “I love my job and being busy, but I often
find myself falling asleep halfway through
the day.”
• “I wish there was a quick fix or a cure all to
have more energy throughout the day.”
COMMON OBJECTIONS:
• I’m a college student and don’t have an
income to pay for any expensive energy
boosters or pills.
• Because I’m so busy I don’t have time to go
out of my way to find things that will make
me feel better.

5. Newscaster
Natalie
MARKETING MESSAGING:
• Easily accessible coffee that boosts
energy and promotes a healthier and
happier lifestyle.
ELEVATOR PITCH:
• Starbucks is conveniently located at 5
locations on campus. Our products are
catered to you and for you, ensuring
tasteful and exciting flavors that boost
overall energy and a flavorful life. Follow
our social media accounts for daily
updates about discounted drinks and
new flavors.

6. Social Media Messaging Samples